Campaign puts love in the air at Addition Elle

New work from Mookai keeps tearing down stereotypes of plus-sized women

Plus-size retailer Addition Elle is gearing up for the launch of a fall campaign all about love.

‘Make Love Your Legacy’ is a deliberate attempt to break the stereotype of plus-size women being portrayed as the ‘funny one’

“Make Love Your Legacy,” targeting women 25-40, supports the brand’s “Love & Legend,” 90s-inspired fall collection, which features a range of “grunge chic” fashions like plaid, lace, acid wash denim, and faux leather.

Developed by Montreal-based Mookai, the national campaign includes TV, digital and social.

A 30-second TV spot will run in Montreal, Ottawa, Edmonton, Toronto and Vancouver. The work stars model Georgina Burke and employs a softer, more cinematic feel compared to the retailer’s previous campaign, which featured plus-sized model Ashley Graham in lingerie.

According to Roslyn Griner, vice-president of marketing at Addition Elle, “Make Love Your Legacy” is a deliberate attempt to break the stereotype of plus-size women being portrayed as the “funny one” or the “girl that doesn’t get the guy.”

“She is the love interest, she’s the icon,” said Griner. “The goal is really to solidify and engage our customers with our brand and our story. Everybody sells clothes, but we wanted them to feel an emotional connection as well.”

The brand has also created #meetmylove, a series of three videos detailing the love stories of several bloggers, including Gabi Fresh and Nadia Aboulhosn, along with Addition Elle social media specialist Jennifer Patterson and Ashley Graham. The stories are told from the point-of-view of the women’s partners, and relationship details are slowly revealed throughout each installment.

The videos can be viewed on Addition Elle’s website and YouTube channel, as well as on Facebook and Instagram.

Consumers are also invited to submit their own love story via Facebook and Instagram using #meetmylove for the chance to win a trip to Montreal and a stay at the Love Hotel.

“Make Love Your Legacy” launches Sept. 15 and will run for six weeks. The brand is working with Touché on the media buy, and Brill Communications is handling PR.

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